This Document is made from 100% recycled fibre and is manufactured to the ISO 14001 international standard, minimising negative impacts on the environment.
Except where otherwise noted, this work is licensed under http://creativecommons.org/licenses/by-nc-sa/3.0
This work is licensed under a Creative Commons Attribution Non-commercial Share Alike (3.0 Unported). Uses are thus permitted without any further permission from the copyright owner. Permissions beyond the scope of this license are administered by NESTA.
02
Lm th no khi s kinh doanh sng to
Ln ng
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
01Hay bt u cuc hnh trnh xc nh cng vic kinh doanh ca bn. Cun cm nang s 2 trong b cm nang Khi s kinh doanh sng to thnh cng s gip bn khm ph cc nn tng c bn v ng lc cho cc hot ng ca mnh. y l nhng vin gch u tin gip bn xy dng nn mong cho cng vic kinh doanh trong tng lai.
Nhng thc t ca cng vic kinh doanh Bn co mt tng tt hay mt tng kinh doanh tt?Ti sn tr tu Lm th no pht hin, bo v v khai thc ti sn tr tu ca bnCc gi tr Xc nh cc gi tr l nn tng cho cc hot ng ca bn
Tuyn ngn v s mnh Tom tt cc tc ng m bn mun cng vic kinh doanh ca mnh to ra.Bng chng S dng m hnh bng chng tng lai minh ha hnh nh thnh cng m bn s gt hi.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
02C hai cu hi m bt c ai khi bt tay vo kinh doanh u c th phai t tra li: Ti ang lm g? Ti sao khch hng phi quan tm n sn
phm, dch v ca ti? Hy ginh t pht vit mt cu ngn gn v nhng g bn lm. Tip l vit ra l do m khch hng nn quan tm ti vic kinh doanh cua bn. N ging nh thng ip vn ng trong thang my m ngi ta hay nhc n. Lm sao chuyn tai c thng ip ny va nhanh va u l mt thu thut. Nu bn t thy mnh l ngi din t di dng, hy tinh lc t ngn t cho n khi bn c th ni ra nhng iu mt cch ngn gn v sc tch. C th tra li tng t nh th ny: Ti lm g?
Ti vn hnh cng ty thit k dch v. Ti sao khch hng nn quan tm ti cng ty
ca ti? V ti cung cp dch v sng to khin cho cc san phm cua khch hng lm ra hp dn hn v iu c ngha l h bn c nhiu hn.
kim tra hai cu hi ny k hn mt cht, c mt s thc t kinh doanh c ban m bn cn tnh n01 Khch hng phi mun th m bn cung cp.Mt doanh nghip cn thu nhp tn ti, v thu nhp tuy thuc vo nhu cu i vi san phm hay dch v cua bn. Nghin cu th trng c th gip bn xc nh liu trn th trng c nhu cu cho san phm hay dch v hoc c nhu cu tim nng khng. trang s 5 chng ti s cp nhiu hn n vic xc nh cc c hi nhu cu. 02 Bn cn din gii c cch bn s p ng nhu cu oBn s phai m ta san phm hay dch v cua bn p ng c cc nhu cu ny ra sao. Nn ni v cc li ch n s mang li hn l miu ta c im hay
NHNG THC T KINH DOANH
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
03chc nng cua n. Bn c th kim tra nhng li ch thng qua khao st v mc hi lng cua khch hng.Hy nh rng bn mun khch hng quay tr li, v vy vic lng nghe nhu cu cua h l ti quan trng.03 Bn phi lun duy tr nhu cu oThm ch khi bn bit nhu cu tn ti, v bn p ng nhu cu , bn khng c ngh ngi. Nhu cu khch hng ging nh xng t vy. Bn c th i on ng di, thm ch i nhanh, nhng nu khng np thm nhin liu bn s dng li mt im no . Bn c th np nhin liu bng cch pht trin k hoch bn hng v tip th phai tp trung vo nhng khch hng ang c nhu cu.04 Bn cn lin tc i mi cnh tranh v tn tiiu ny s c thc hin nh vo mt chin lc cnh tranh. Nm nguyn tc hng dn sau y s to nn s khc bit v gip am bao doanh nghip tp trung, hiu qua, thnh cng tuyt i.01 Trng tm tng cua bn khng phai l bn m l
khch hng.02 Bn khng cn t lm tt ca mi th. Hy thit lp
quan h hp tc v c cc cng s.03 Bn cn vch ra tm nhn kinh doanh nh v cho
san phm v dch v m bn cung cp. V bn cn m ta c tm nhn ny vi ngi khc mt cch r rng v hiu qua.
04 Bn cn phai hiu ng c c nhn cua bn khi kinh doanh, bao gm ca tm quan trng cua vic thu hi vn.
05 Bn cn o lng c hiu qua cng vic kinh doanh v ch c th o bng tin bc nhng thi im quan trng.
Nhng thc t kinh doanh trn chnh l nn tang cho nhng g cn phai tun thu. Nu tng kinh doanh cua bn i lp vi cc nguyn tc trn th bn nn t cu hi mt cch nghim tc l liu n c hiu qua hay khng.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
04MT TNG TuyT vI HAy MT TNG KINH DOANH TuyT vI?
Vi mt tng thng thng th suy ngh v khao kht cua bn chnh l trng tm. Nhng mt tng kinh doanh li cn c khch hng hoc khn gia l trng tm. C ba thc t phn bit gia tng kinh doanh v tng sng to:01 R rng l trn th trng c mt nhu cu i vi san phm hay dch v cua bn (hoc l bn phai to ra nhu cu ), v bn cn cung cp mt giai php c i mi hoc hon ton mi p ng nhu cu .02 Nhu cu phai u mnh tr thnh nhu cu th trng.03 tng phai em li hiu qua c th h tr cc nhu cu thit yu cua cng vic kinh doanh hin ti ng thi p ng c cc i hi cua cng vic kinh doanh trong tng lai.
v d sn phm: DysonNh pht minh James Dyson gii thiu my ht bi khng cn ti, ha hn ht tt hn cc my ht bi thng thng cng nh lm sch tham. S ngi khng hi lng vi my ht bi thng thng hin c u to ra nhu cu cho san phm mi Dysons. Phn thng cua cng ty nhn c cho tng l kim ra u tin khng ch c li m cn pht trin m rng cc san phm my ht bi v a dng ha cc san phm khc.
v d dch v: EasyjetEasyjet l cha kha cho cuc cch mng du lch hng khng vi chi ph hp l. Cng ty thnh lp t nm 1995 vi hai my bay cung cp my bay gi r nh ch cung cp cc dch v c ban v thu ph ph cho hnh l cng nh n. Nhu cu cua ngi tiu dung to nn s thnh cng cua cng ty. Phn thng cua tng l gi y Easyjet tr thnh mt trong nhng hng hng khng ln nht chu u v ni bt trn th trng chng khon London nm 2000.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
05Nhn nh cc c hiKhi c mt san phm hay dch v c cai tin, bn hon ton c th tip cn cc th trng m mi trng cnh tranh khng cn l thch thc nh trc kia na. N cho php bn xy dng c ch c quyn mi (thm ch ch l trong mt thi gian ngn), cho php bn pht trin m khng c cnh tranh. Nhng hy cn thn! Nhng ngi i mi -nhng ngi u tin c mt trn th trng - li t khi c kt qua tt v hay b thua l, trong khi nhng ngi i sau li l ngi gt hi thnh cng. Do hiu hn v san phm v dch v nn h thng gii thiu cc phin ban chnh sa, giai quyt trn tru cc vn v trnh c nhng rc ri lin quan n s hu tr tu.V vy cung vi nhng cu hi Ti ang lm g? V Ti sao khch hng nn quan tm ti san phm v dch v cua ti?, bn cn t hi ban thn:- Liu c nhu cu no vi san phm/ dch v m
ti cung cp?- Liu nhu cu c u mnh tr thnh nhu cu
th trng?- Liu c mang li u li nhun ti tip tc cng
vic kinh doanh cua mnh khng? Ti sn tr tu l g?Nu nh bn nhn nh c mt c hi hoc c trong tay mt tng bn cn phai ngh n Ti san tr tu. m nhc. Sch. Phn mm my tnh. Cc san phm m chng ta s dng trong cuc sng hng ngy... tt ca u l san phm sng to cua con ngi v s sng to cn phai c bao v. l s sng to cua tr c, mt khi c th hin ra, n s tr thnh ti san tr tu (IP).T quan trng y l c th hin. Anh th cc tng hay khi nim khng c bao v m ngi ta ch bao v s th hin cua cc tng v khi nim .
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
06MT TNG TuyT vI HAy MT TNG KINH DOANH TuyT vI?
C mt s loi hnh bao v s hu tr tu thng thng cho cc hot ng nht nh di y: Bng sng ch v quyn thit k/ i vi cc giai
php k thut, cc pht minh v cc san phm mi. Bn quyn/ i vi tc phm vn hc, ngh thut,
kch v m nhc. Bn quyn thng mi/ tn, t ng, m thanh v
thm ch l hng thm (him khi) cua mt nhn hiu hng ha.
Trong kinh doanh, tt ca mi th t ban thit k ring, phn mm, thng hiu, bao b hay logo cua bn u cn c bao v. Tm li, tt ca cc san phm sng to ca vt cht ln tinh thn cua bn u cn phai c chuyn i sang mt hng ha hu hnh bn c th xin cp php, bn, giao dch thng mi, phn tch hoc gi nguyn quyn cua mnh vi nhng hng ha ny. Quan trng l bn cn cn nhc xem bn bao v, khai thc v quan l ti san tr tu cua mnh sao cho hiu qua.Qun l ti sn tr tu v gii ma gi tr ca Sc sng to ca bn. Mt s iu di y c th s c p dng thi im sau ny trong qu trnh pht trin kinh doanh nhng bn cng nn tm hiu chng t by gi: Bc 1 - Nhn din Ti sn tr tu Lit k cc san phm sng to m bn c (ti san
tr tu) bao gm logo, tn/ nhn hiu cng ty, thit k bao b, san phm v phn mm.
Kim tra cc thit k cua bn, cc tng c th hin, cc san phm v cng trnh sng to no cua bn l mi v nguyn ban.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
07 Bc 2: Bo v ti sn s hu tr tu Bn c th k mt tha thun bao mt n gian
vi cc khch hng, cc cng ty san xut tim nng hay cc nh u t TRC KHI bn bt u m phn.
ng k thit k, bng sng ch v ban quyn ti trang web cua Phng S hu Tr tu Vng Quc Anh.
Bao mt tn min trn mng bao v thng hiu cua bn.
Khi tip cn cc nh san xut cn t c tha thun bng vn ban nh Hp ng bao mt, Hp ng nguyn mu (khi nh san xut ng lm mu san phm theo cc tiu ch bn a ra), cc tiu cua hp ng v Hp ng san xut.
Lu tr thng tin hiu qua k ca nhng vic ang c tin hnh. Bn cn lu li ca nhng phc thao, ghi chp, ban thao, s , hp ng, th t v nhng trao i qua email.
Ghi tn tc gia/ngi pht hnh hay tn ngi sng to trong tt ca cc ban sao san phm cua bn, cung vi ngy thng v tn nc (Tn cua chu s hu) (nm pht minh/ to ra).
Ghi li s ban quyn thit k c ng k v ngy gia hn giy php cc san phm s hu tr tu cua bn trong nht k. ng bao gi qun gia hn quyn s hu tr tu hay tn min.
Bc 3 Khai thc ti sn tr tu ca bn Bn cn am bao rng bt k thit k, ban quyn
v bng pht minh no m bn ng k hoc ang tin hnh ng k l ng nht vi nhng th m bn nh a ra th trng.
In s giy php ng k ban quyn thit k cua bn trn bt c bao b no v du hiu Ban quyn nu bn ng k thng hiu nng cao hnh anh cua bn.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
08MT TNG TuyT vI HAy MT TNG KINH DOANH TuyT vI?
Ti a ha li nhun thu c bng cch ng k quyn cua bn mt cch tng th hoc ring r c th khai thc ti san tr tu trn cc lnh th hoc hnh thc khc nhau cch ny s gip bn gi c quyn cua mnh trong khi vn c th thu li li nhun t cc san phm .
Thu ph chuyn nhng nu khch hng mun c quyn , thng xuyn tham vn li khuyn bn ngoi trc khi chuyn nhng.
Cho php s dng ti san tr tu cua bn (c quyn hoc khng c quyn). Bn c th cho php mt ngi duy nht s dng quyn s hu tr tu, hoc cho php thm ca nhng ngi khc na. Bn cng c th trao quyn ti san xut hoc phn phi, quyn thu hoc mn. Hy cn nhc th m bn mun cp php (v d nh thng hiu, ban quyn, quyn thit k) hnh thc no (c quyn hay khng c quyn) v trong bao lu (v d cp php c thi hn, vnh vin hay tm thi) v cui cung l bn cp php ni no trn th gii?
Hy xc nh liu bn c yu cu ph ban quyn hoc ph cp php khng hay ca hai (ph ban quyn ni chung nm trong khoang 4-14% tuy thuc vo loi hnh sng to/ ngnh sng to).
m phn thng thuyt. y l giai on bn s phai dnh nhiu thi gian m phn t c tha thun. Tip theo s l phn k kt hp ng, thi im ny phai vch ra nhng iu khoan chi tit c c mt tha thun c tnh rng buc.
Hy chc chn rng bn c tra cng sng phng cho san phm cua mnh. V d nu bn sng tc th bn phai nhn c tin ban quyn. Nu bn vit sch bn s phai nhn c tin ban quyn cho mn cng nh chi ph ban quyn t ngi xut ban sch cua bn.
Hy s dng Giy php sng to c ban nu bn mun kim sot v chia s ti san s hu tr tu cua mnh. Bn c th cho php vic ti san xut
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
09cc san phm cua mnh nhng khng v mc ch thng mi hoc cc bin php s dng khc, theo ch mt s quyn s c bao h.
Bc 4 - Bo v quyn s hu tr tu ca bn Ngay ca cc t chc ln cng vn c th gp rc
ri trong vic bao v quyn s hu tr tu. Vic sao chp lu cc a DVD lm cho ngnh in anh tht thot kh ln cng nh vic tai nhc phi php i vi ngnh cng nghip m nhc. Vy th bn bao v quyn s hu tr tu bng cch no?
Theo di nhng g m i thu cnh tranh v nhng ngi mi tham gia vo th trng ang lm. Nhn nhng thng bo mi, ng k nhng tin tc trong ngnh, theo di trang web cua vn phng ti san tr tu Vng Quc Anh v ch n cc thng hiu mi ang c quang co. Nu c bt k du hiu vi phm quyn s hu tr tu cua bn, bn c th kin mt khi thng hiu sau khi n c quang co.
Gi n xin dng hoc huy b san phm chnh thc nu bn thy ai vi phm quyn s hu tr tu cua mnh. Mt lut s c th gip bn thao n hiu qua gi cc c quan chc nng v khuyn bn hnh ng th no l tt nht.
Thng tin thm v xc nh, bao v v s dng ti a quyn s hu tr tu cua bn c th tham khao vi cc t chc bao gm ca Own it: T vn v s hu tr tu i vi cc doanh nghip sng to.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
10CC GI Tr
Cc gi trKhi bn vn hnh cng vic kinh doanh cua mnh, bn l ngi kim sot. Bn quyt nh bn lm g. Bn c c hi to ra doanh nghip nh bn mun - mt doanh nghip thc s th hin s nhit tnh, am m v cc gi tr cua ring bn.Trong khi li nhun l iu ti quan trng cho bt c doanh nghip no tn ti v hng thnh, iu quan trng l bn sp xp cng vic kinh doanh cua mnh v vn hnh nh th no cho ng vi cc gi tr cua c nhn bn. Cc gi tr ny khng nht thit phai l o c, ch cn n gian l nhng g lm cho bn cam thy c sng v cam kt ht lng vi nhng g bn ang thc hin. Vi ngi ny n c th l s phc v mi ngi, vi ngi kia c th l s sng to, i mi, vi ngi khc n c th l s phiu lu, khm ph.Bn s cam nhn thy mt ngun nng lng ln, s gn b v hng hi tch cc khi bt u, pht trin v vn hnh cng vic kinh doanh khi m n trung vi cc gi tr cua bn. iu ny s mang li cho bn quyt tm ln hn v cc ngun lc cn thit u bn vt qua cc kh khn v th thch trong vic to dng cng vic kinh doanh v duy tr n. Cc gi tr cua bn s c anh hng ti mt s kha cnh: bn s lm nh th no, bn mun san phm cua bn c n nhn ra sao v bn s giao dch vi khch hng, nh cung cp v nh u t ra sao.
Buc phi tm ra cc gi tr ca mnh l mt vic kho khn. Tuy nhin, ti nhn ra rng vic kinh doanh cn co mi lin h vi cc gi tr ca bn thn mnh. y l mt bi hc ti s p dng trong tng lai. Tom Dowding, Nh thit k ni dng di ng, Mobile Pie
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
11Nhng gi tr khc bit vi nhng nim tin. Abi Yardimi, Nh vn v chuyn gia gio dc sng to giai thch nh sau:
S dng Bang 02a: Nhng Gi Tr cua bn s gip bn nhn din, u tin v a cc gi tr cua mnh vo k hoch kinh doanh. Hy vit ra cc gi tr quan trng i vi bn trn ming dn. Bang trang bn c danh sch cc gi tr m bn c th tham khao
Sau hy sp xp theo th t u tin nhng gi tr
S khc bit gia nim tin v gi tr (i vi ti) l ch gi tr l th g o m bn rt trn qu, nh th g o qu gi m bn sn sng bo v gi no c nguyn vn. Nim tin l nguyn nhn thc y cc hnh ng v nh hng cuc sng ca bn. Nim tin co th thay i, v khi o trong bn s xy ra bin chuyn ln v nng lng, tnh cm v thi
Bi tp ny c rt ra t phn ni dung do chuyn gia t vn doanh nghip Joanna Woodford pht trin.
Lun quan trng Thnh thong quan trng Him khi quan trng Khng bao gi quan trng
Thc hinHay t mnh lm bi tp ny. Tm mt goc yn tinh ni bn co th suy nghi v lin tngBn s lit k v sp xp li cc gi tr c nhn ca mnh. Hay nghi ti chng nh l nhng iu lm bn thc s cm thy ang c sng v tn tm vi nhng g bn ang lm trong kinh doanh. i vi ngi ny o co th l nhng iu nh phc v mi ngi, vi ngi kia o co th l sng to v i mi, vi ngi khch th co th l tnh chn thc, hiu bit v mi trng hay vai tro lanh o. Hay s dng nhng mnh giy dn vit ra nhng gi tr quan trng vi bn. Hay xem v d v cc gi tr trang 12 trong cun cm nang s 02 gip bn khi ng. Khi bn a vit c nhiu (10 hoc hn) cc gi tr ri, hay sp xp chng vo trong nhng ct tng ng. ng lo v vic phi lm tht ng ngay lc u- hay chuyn ti lui cho n khi bn thy chng a v tr ng. tp trung cho cng vic ny hay co ti a l 5 gi tr ghi vo trong ct Lun lun quan trng. Hay a bng a hon thnh cho ngi m bit bn kh ro v yu cu h nhn xet.
Gi tr cabn02a
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
12CC GI Tr
bn va chn v v a vo ct tng ng trong bang 02a. Hy c gng c c ti a l 5 gi tr trong ct Lun quan trng)
Thnh qu
Tin b v pht trin
nh hng ti ngi khc
Tnh c lp
Thnh tht
Gip xa hi
Gip mi ngi
Tng trng
t li ch ti chnh
S ni ting
Lim chnh
i mi
v tr trn thng trng
Nng lc lanh o
S hiu bit
Cng vic n nh
Tr tu
Th thch v mt th cht
S t do
S pht trin c nhn
Cng vic co nghia
Tin bc
Sc mnh v quyn lc
Dch v cng cng
Cht lng tham gia
S cng nhn
Danh ting
Gim st ngi khc
v th
S n nh
T trng
Tinh thn chu trch nhim
Thoi mi v thi gian
Thng thi
Chu c p lc cng vic
Lm vic vi nhng ngi khc
Lm vic mt mnh
Tn trng
S hi hoa
Thm m
Tnh hi hc
Cn bng cuc sng v cng vic
S phn khch
S xut sc
An ton v ti chnh
S quyt on
Nhn thc v sinh thi
S sng to
S hp tc
S cnh tranh
Cng ng
Co nng lc
S a dng v s thay i
Cc vn mang tnh thch thc
Ngh thut
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
13Ti sao cc gi tr li quan trng? Sau khi nu c cc gi tr cua mnh, bn s c th s dng chng theo mt s cch. Hy ngh ti chng nh l mt loi my radar c th r sot cng vic v cc lnh vc khc trong cuc sng cua bn. Chng s gip bn nhn ra iu no s em li, hoc khng em li nn cam gic mn nguyn v hng khi. Chng s gip bn:- nh gi tng kinh doanh cua bn; n s tn vinh
cc gi tr cua bn nh th no?- Hy kim tra xem mc cn bng cng vic v gia
nh cua bn cn phai c iu chnh nh th no- Lun hng th khi phai lm vic vi cc kha cnh
bun t hn cua cng vic hoc khi mi vic din ra khng c nh mong i.
- Gip bn i ng hng khi bn c c nhng la chn v c hi khc nhau. V d, iu g s xay ra nu bn thiu tin m li c mi lm vic m khng phu hp vi k hoch cua bn?
- Thuyt phc ngi khc quan tm n cng vic kinh doanh cua bn, v thng thng cc gi tr cua bn s lin quan n nhng gi tr cua ngi .
Hon ton c th c s xung khc gia cc gi tr c nhn vi gi tr cng vic kinh doanh cua bn. Do bn s dung cc gi tr c nhn no cua mnh to cam hng, dn dt v nh hnh cng vic kinh doanh cua mnh? C mt cch l nhn vo cc kha cnh khc nhau trong khi kinh doanh v ngh xem trong tng kha cnh th gi tr no l quan trng nht.Cc gi tr l nhn t thit yu trong vic xy dng
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
14CC GI Tr
thng hiu v cn phai nht qun vi hnh ng cua bn. Nu bn hnh ng mu thun vi cc gi tr vn c khch hng cua bn bit n, iu ny c th gy ra cc hu qua ng k v thm ch l to phan ng d di. V d nh trng hp cua nhn ung Innocent (Ngy th) m mi y c tha thun vi Coca Cola.
Thng hiu Innocent (Ngy th) Innocent, thng hiu c thnh lp cch y 10 nm v c bit ti nh l mt loi ung lnh mnh v c o c kinh doanh n ng gp 10% li nhun cho hot ng t thin. Vic Coca Cola tham gia gp c phn trong cng ty lm dy ln mt s phan ng gay gt t pha khch hng. Ngi ta lo ngi rng hng ny cng bn linh hn cho qu d. Mt khch hng vit: Cc anh bn linh hn cua mnh. y l ln cui cung ti mua san phm cua cng ty ny san xut. Mt s khch hng khc th than th nh ci kt cua cu chuyn c tch: Xin ng a nhng dng tin vui v, nhng email d thng, hnh anh nhng ngi lng na cng nghip na hin i hay nhng tin nhn ng yu na, chng khng cn phu hp vi hnh anh thng hiu cua san phm na ri. H (Nhng nh sng lp cua thng hiu ung Innocent) cng d dng nhn thy s xung t r rng gia nhng gi tr m nhn hng cua h tng i din nh sc khe v cc gi tr x hi so vi v th cua Coca Cola, mt hng l ngn c u cho chu ngha t ban ton cu. (Ngun: business.timesonline.co.uk)
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
15NG C KINH DOANH CA BN L G?
Suy nghi v bn thn, nhng tng, ng c v tc ng m cng vic kinh doanh ca mnh mang li co gi tr vi ti hn nhiu so vi vic n gin ch bit vic kinh doanh vn hnh ra sao. Holly Mcintyre, Cng ty tuyn dng cho doanh nghip Sng to
am m
ng c v kinh t
Ti nng
thnh cng, bn cn cn bng gia ng c pht trin tng thnh tng kinh doanh vi cc mong mun khc cua mnh. Nu mt doanh nghip chy theo tng nhng khng quan tm ti yu t thng mi n s khng th bn vng. Tng t, nu mt doanh nghip b chi phi bi nhng ham mun thng mi m khng coi trng sng to v i mi th n cng khng th hot ng hiu qua v lu v di. C c s cn bng gia am m, ti nng, mt thng hiu sch m vn p ng nhu cu v mt kinh t l iu v cung quan trng.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
16NG C KINH DOANH CA BN L G?
Phn minh ha trong trang 15 da vo cun sch t Tt n V i cua Jim Collins. Tc gia Collins nghin cu cc phm cht v ng c lm cho cc cng ty ln tr nn khc bit. Cc cng ty tuyt vi thng ch trng ti cc hot ng khi gi c am m cua h, ti a ha cc k nng v ti nng cua nhn vin v c c mt ci nhn r rng v vic lm th no to ra dng tin v li nhun cao mt cch bn vng v hiu qua. S rt d dng khi xc nh nim am m cua bn l g. Rt nhiu thng tin c ch ra trong cc gi tr cua bn. Cun cm nang ny s gip bn nh gi tng ng c cng nh cc k nng cn thit nhm a tng cua bn tin ln pha trc v mang li hiu qua ti chnh tng ng vi nhng g bn mong mun. Tuyn ngn s mnh Mt khi khm ph mt cch ton din tng kinh doanh, cc gi tr ng sau chng v ng c hnh ng cua bn, gi y bn c th to ra mt tuyn ngn s mnh cho cng vic cua mnh. Mt tuyn ngn s mnh l mt ban tm tt r rng chnh xc v l do ti sao mt doanh nghip cn tn ti v cc d nh tng lai cua n. Mt tuyn ngn s mnh c th ni vi khch hng rt nhiu iu v cng ty cua bn, do vic dnh thi gian vit n l rt quan trng. Hy tham khao mt vi tuyn ngn s mnh cua cc cng ty khc cho r. Mt tuyn ngn s mnh l tng cn truyn c cam hng, thc t v ch cn di t 3-4 cu. N nn ging nh ban tm tt v cng ty cua bn, vic bn lm, cc d dnh kinh doanh cua bn v ti sao bn li kinh doanh san phm ny. Tuyn ngn s mnh cua Virgin Atlantics nh sau Hng ti vic tr thnh hang hng khng co li nhun ni m mi ngi u yu thch bay v ni mi ngi u yu thch lm vic.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
17M HNH BNG CHNG
Xc nh tm nhn cho bn v cng vic kinh doanh cua bn thng l nhim v n gian cho mt doanh nghip. Bn c tng m bn am m, bn quyt tm bin n thnh hin thc. Nhng liu bn c th din t tm nhn khng? Bn c th m ta n hoc v n ra v hn ht l bn c hiu c tm nhn s nh hnh cng vic kinh doanh cua bn ra sao khng? C mt qui trnh gi l M hnh bng chng c th gip bn khm ph cc cu hi ny. N da trn nghin cu cua Marsha Mcluhan. L mt hc gia, ng y ni ting vi cun sch B bn cua anh hng truyn thng. Tn cun sch c v phc tp hn ni dung m n cp. V c ban, n a ra bn cu hi bn kim chng vi tng cua mnh01 tng o m rng/pht trin iu g? 02 tng o s thay th hoc lm cho iu g/
sn phm g tr nn t c yu thch? V d: tin tc mng cung vi blog v nhiu th na lm cho nhu cu c bo truyn thng giam st.
03 iu g s c hi sinh nh tng o? Nhng tng mi c th thay i cch chng ta nhn nhn v nh gi nhng iu c. V d, bi v by gi hu ht ngi dn u mua cc san phm m nhc k thut s nn cc a than t ch thng dng tr nn him. V iu c ngha l chng c mt gi tr mi l su tp v tr nn t tin.
04 Phn ng ngc chiu co th l g? Liu mt tng qu thnh cng trn thc t c th to ra anh hng tiu cc khng? V d, nu dch v i chung xe c thit k tt thc ra s lm giam nhu cu s dng giao thng cng cng v khin mi ngi dung t ring, dn n tc ng. Do mt tng thnh cng thc ra li em li mt anh hng tiu cc.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
M hnh bng chng l cng c hu ch minh ha nhng sc thi i lp cua s thnh cng m Burberry trai qua.
Chin dch ca hang a to ra iu g? Nhn hiu ni bt v s cng nhn S dng hoa vn k vung nh l biu tng Th (c yu thch ....) c thay th hoc b son ngi v yu thch? Nhng san phm cao cp tr nn thng dng hn v
nh mt s c tn cua n iu g c hi sinh? Nhu cu mi vi hoa vn k Nhu cu mi v san phm c m gi c nhn nhn l thi trang
18M HNH BNG CHNG
Thng hiu BurberryThng hiu Burberry tr nn ni ting nh vo ln ti nh v thng hiu ngon mc vo cui thp nin 90. c sinh ra t 150 nm trc, n gn lin vi tng lp thng lu Anh Quc vi hnh anh o chong snh iu v ha tit k vung. Trc vo nhng nm 80 s ph bin cua thng hiu ny tr nn bo ha v khng c gii tr a chung. Li nhun ri t 37 triu bang xung 25 triu bang nm 1997. Gim c iu hnh mi, Rose Marie Brave c mi lm vic xy dng li thng hiu. B b nhim nhng ngi thit k mi, nhng ngi thng xuyn cp nht l hng qun o v pht trin san phm mi. Mt chin dch quang co mi c pht ng s dng cc ngi mu ni ting nh Kate Moss, ngi sau tr thnh gng mt cua san phm. Burberry c gng gi gi tr ct li cua mnh l cht lng v c o trong khi vn mang li cho san phm mt v hin i. Cc ca hng mi c m ra v nhng ca hng khng sinh li b ng ca, cc trang phc ph kin v qu tng khuyn mi c coi l mt phn cua chin lc mi. Vo nm 2005 li nhun cua cng ty tng ln 6 ln. C mt nhc im trong s thay i ny l xut hin mt nhm tiu dung bnh dn khng sang trng s dng san phm ny cng nh s xut hin nh v bo cua mt lot hng nhi li san phm. Burberry tra a li vic ny bng cch chng hng gia v giam dung hoa vn trn lan v ngng bn m Burberry.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
19Hiu ng ngc l g?
Xut hin nhm tiu dung bnh dn lm giam gi tr thng hiu
S ln lt cua hng gia
Khm ph nhng bng chng cho s thnh cng tng laiNhng bng chng gip ny chng minh tnh kha thi tng cua bn. Tng tng cng vic kinh doanh cua bn s nh th no nu nhng g bn d kin s thnh cng. Sau ngh v nhng bng chng c th chng minh s thnh cng . S dng bang tnh 02b: M hnh bng chng s gip bn khm ph nhng im ny. Hay tng tng cng vic kinh doanh cua bn trong tng lai v m ta li h qua cua n bng ngn t v hnh anh. S dng nhiu ming dn m bn cn tra li bn cu hi ny. Trc khi bt u, hy t hi ban thn:Nu cng vic kinh doanh ca ti thnh cng trong tng lai, lm th no ti nhn ra? Nu bn a ra mt san phm hon ton mi, n s c anh hng th no n mi trng? Cng vic kinh doanh cua bn s anh hng ti x hi hay cc ngnh m bn lm vic nh th no?Khi tra li cc cu hi v cng vic kinh doanh cua bn (iu g c pht trin, iu g s thay th, iu g s c hi sinh v hiu ng ngc li l g?) hy hnh dung n nhng h qua c th c t cc gc nhn sau: Th gii rng ln hn (cng ln cng tt) Cc ngnh/lnh vc c th cua bn (v d nh n
c th to ra tc ng g trong ngnh hin c?) Khch hng cua bn (li ch m h c th c) Anh hng ti bn (anh hng g c th tc ng
n cng vic/cuc sng cua bn.)
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
Di y l v d mt m hnh bng chng m mt doanh nghip s dng khm ph cc h qua cua cng vic kinh doanh th no.
Mt khi bn hnh dung c cng vic kinh doanh tng lai cua mnh, bn s to c bng chng v s thnh cng cua n.V d nh bn ang to ra mt dch v vn chuyn nh vo i chung t, n s c tc ng g ti ngnh bao him? C th cng ty bao him s gi mt bo gi m trn 4 ngi cung ng chung mt khoan ph bao him.Hy th sng to ra cc lun c hnh anh c tnh thuyt phc h tr cho cc tng cua mnh. y c th s l mt cng c bn hng quan trng cua bn trong tng lai. C cc lun c thuyt phc s gip bn thu ht cc cng tc vin hin thc ha tm nhn cua bn, cng nh khi dy nhu cu t cc khch hng i vi san phm hoc dch v m bn cung cp.
BNG CHNG TNG LAI
20M HNH BNG CHNG
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
21Di y l cc v d v bng chng tng lai do cc doanh nghip s dng qui trnh ny to ra
Bn c th s dng bng chng tng lai khng ch trong vic lp k hoch kinh doanh, m cn trong vic truyn t tng cua mnh ti nhng ngi h tr tim nng, cung vi nhng cng c d on kinh doanh chun mc hn nh l d on dng tin. Rt cuc th dng tin ch l mt loi d on khc m thi: mt ci th ch cho bn bit chi ph bao nhiu bin tng kinh doanh cua bn thnh hin thc, bn cn nh gi san phm l bao nhiu v s phai bn mc bao nhiu.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
n y khi bn bit c rng cng vic kinh doanh cua bn s ra sao nu rt thnh cng, bn cn phai lm mt phn tch SWOT. SWOT l vit tt cua 4 t: im mnh v im yu, c hi v thch thc. xc nh cc yu t ny i vi cng ty cua mnh, mt bang phn tch SWOT s gip bn nh gi v tr chin lc cua cng ty, im mnh v im yu l nhng yu t bn trong m c th kim sot c. Trong khi , c hi v thch thc l nhng yu t bn ngoi v bn khng th kim sot c. Mt trong nhng l do thc hin phn tch SWOT l gip bn bin im yu thnh im mnh v chuyn thch thc sang thnh c hi. Mt phn tch SWOT c th nh th ny:
22PHN TCH SWOT
im mnh (nhng yu t bn trong)- Nhm lm vic c trnh cao- tng sng ch c quyn
im yu (nhng yu t bn trong)- Cha c ting trn th trng- Thiu ht doanh thu- Khng c cc khch hng chu cht
C hi (nhng yu t bn ngoi)- C hi th trng r rng- San phm cua i thu cnh tranh pht trin sp bo ha
ThACh ThC (nhng yu t bn ngoi)- Cc i thu cnh tranh mi tham gia th trng- San phm c nguy c b th ch
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
23TrC KHI CHuyN SANG PHN TIP THEO Bn thc hin mt lot bi tp nh hnh tng
kinh doanh tim nng. Sau y l tm tt li nhng g chng ta tm hiu: - Mt s thc t kinh doanh c ban s gip bn
thnh cng trong kinh doanh. Vic quan trng l giao lu vi khch hng tm hiu v nhu cu cua h
- Bn c hng dn cch xc nh, bao h v khai thc ti a ti san tr tu cua mnh
- Cc gi tr c nhn cua bn, nng lng v kht vng s gip bn xc nh mi trng lm vic v to ra s khc bit cho cng vic kinh doanh cua bn so vi ngi khc.
- Mt tuyn ngn s mnh s c ng c kht vng kinh doanh v nh hng cc hot ng kinh doanh cua bn
- Qua m hnh bng chng bn khm ph v cng vic kinh doanh cua mnh s thnh cng ra sao trong tng lai. iu ny gip bn din t c tm nhn cua mnh v xc nh cch m ta tng sao cho nhng ngi khc hiu v ng gp tham gia.
- Bn va to ra bng chng tng lai ch ra bn s thnh cng th no.
- Phn tch SWOT cho php bn nhn vo nh v chin lc cua cng ty v xc nh cc im yu v nguy c tim nng cng nh im mnh. Bc tip theo s xc nh cc mc bn t c (nhng thnh qua v mc tiu cua bn) v xc nh r bn s pht trin cng vic kinh doanh nh th no?
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
24TrC KHI CHuyN SANG PHN TIP THEO Trong cun cm nang s 3 La chn hng i, chng
ta s xem xt cc vn sau: - Xc nh khch hng cua mnh- Xy dng cc mi quan h khc nhau m bn mun
gip vic kinh doanh pht trin- Chi tit ha ca qu trnh kinh doanh san xut
c ra san phm hoc dch v.
Sng to Thng hoawww.nesta.org.ukLn ng Lm th no khi s kinh doanh sng to
Ghi ch